See, think, do is a series of texts by Tuomas Toivonen (NOW for Architecture and Urbanism) attempting to articulate the relevant elements in the work of an architect today. The second part of the series deals with audience – the frame of reference. Being both an architect and a musician, Tuomas is accustomed to different types of crowds.

Imagined audience by a highway in Northern Finland.

Imagined audience by a highway in Northern Finland.

2. Audience

Discussion and critique generate another kind of public space, also co-created, sustained and shaped by its participants. A poor critical climate will undermine all parties, but a quality audience can stimulate exceptional performances. It is therefore our role and duty not only to be good actors, but also best spectators. In addition to actual witnesses, those directly exposed to our actions, there is another relevant forum: our perceived audience. This is our frame of reference for respect, indirectly influencing our thoughts and actions.

Our audience, as a real or imagined framework, defines our ambitions, shapes our mental terrain, and allows us to place our work into a critical context. Yet our actions, attitudes and results enter the public sphere, and contribute to the common discourse and reality. To gain confidence and momentum, new forums can be created and audiences imagined. They act as platforms for sharing respect and ambition, and allow those involved to compete in good company. By creating a new forum, seeking to reach broader audiences, our real and perceived audiences begin to merge. It is here that the original critical context of our frame of reference ― what we do, why and for whom ― determines the trajectory and the relevance of our performance.